Where did all of your customers go?

It’s hard enough to get new clients and even more difficult at times to keep them.
Active gamblers are the bread and butter of every casino and competing casinos work hard to pry your loyal customers away.  This is more than a competition of offers, free-play and room nights.  The heart of thisCSG Direct Mail active-player tug-of-war is a database strategy competition.

How much you know about your guests, how much you record about them in your database and then how well you use that information to your advantage is the art of casino direct marketing. We need to regularly ask ourselves what information about our guests we utilize beyond the simple play tracking and tiers we have created.

The simplest and most productive additional guest information that we need to use properly is the National Change of Address database provided by the US Postal Service. I will tell you that most casinos still today are not using this at all and when they do they are using it incorrectly.  One of the leading causes of lost guests is that 17% of them move per year and casinos are not following them properly and then addressing them with that new information.

In as quick as 3 years 51% of your database has moved.  Take a quick look at your inactive database counts and you know exactly what I am talking about.  Sure, it is not the only reason but if your competition is keeping their database more current than you it is just a matter of time before they crush you in the market place.

Your profits are being mailed to a garbage can.  As you are losing guests and your responses are dropping each month, you are probably mailing more pieces to make up the difference.  This increase in expenses dramatically reduces or eliminates the profits you would have made if you were not spending much more to get your responses back up. The biggest problem with this is that any pieces mailed standard to someone that has moved are thrown away by the US Postal Service.

Here are the main steps you should take to get back on top of your database.

  1. Do a 48 Month NCOA cleanse to go as far back as the US Postal Service goes.
  2. Upload all the changes back into your database  MOST IMPORTANT STEP!
  3. Re-code your bad-address flags to reflect all the changes.
  4. Re-code your Local/Non-Local flags based on their new addresses.
  5. Repeat with upload every 30-90 days with just the 18 Month NCOA Files.

Anything less is just surrendering your best clients to your competition.

We have been performing this process for casinos all over the country. The hardest step and the most important is the upload back into your player tracking system.  If you need help with that please feel free to call us and we’ll help make you shine.

Casino Marketing Conference Las Vegas

We are here live, today! At the fabulous and trendy Planet Hollywood Resort & Casino in Las Vegas for the Casino Marketing Conference!

A little background on the Casino Marketing Conference and Raving Consulting. Raving Consulting Company is a casino marketing company that offers resources to the gaming industry. Furthermore Raving offers casino executives and gaming vendors a wide variety of solution services, training and publications. Areas of expertise include strategic marketing planning; guest service, host and player development sales skills and training; advertising and media partnerships, etc. Raving also conducts conferences and custom training seminars like the Casino Marketing Conference for gaming executives throughout the year.

This years Casino Marketing Conference will help define current thinking about the optimal ways to reach existing and potential customers. Vendors from all over are here to show their unique ways of attracting customers. With gaming now a mature industry in many markets, it has become a mission to understand the casino customer base.

We have never been more excited to show off our talents! While attendees scour the ballroom we would like to make it known that they can win great prizes just for vising the CSG Direct Mail booth! The day is not yet over and we have already given out over $25,000 in certificates towards a direct mail project with us! The prizes include: $500 to $1000 toward your next mailing, mouse pads, pens, gonnahappen.com mugs, bonus bucks for gonnahappen.com and the chance to get a free iPad2!

Let it be known that we live and breathe direct mail strategy, digital printing and results! You are at this Casino Marketing Conference today because you need results! You will get your greatest results right here with us! If you have the project then we have the testimonials, the skills, and the experience to make it successful.

So Let’s do your next Direct Mailing Together!

Learn more about The Casino Marketing Conference and CSG Direct Mail.

CSG Las Vegas Direct Mail Plant QA2

Continued from Las Vegas Direct Mail Plant QA1

The strategic opening of our Las Vegas Direct Mail Service Center questions and answers.  If you have further questions please ask them below.

Q1 ) Is Las Vegas a better Direct Mail Distribution Location?
A1 ) No,  But our Southern customers need better distribution too.

Direct Mail Distribution

Direct Mail Service from 2 locations

As far as the West Coast goes the Reno-Tahoe is far better for distribution and timing due to its proximity to major highways, the Bay Area ship yards and more.

If you have ever been to Las Vegas you are not directly on the major highway system. Until recently you had to wind through Hoover Dam or drive through Laughlin to get to Major highways heading East.

As we demonstrated in Las Vegas Direct Mail Plant QA1, we get 2 day delivery in the LA Area (and Texas) from Reno Tahoe so a Las Vegas Plant does not offer that advantage. If you wanted a better distribution point for the South I would choose Arizona since it has direct access to Interstate 10 and 40 which are the main veins of the southern distribution routes.  We will have closer access to those highways now too.

In Reno-Tahoe Interstate 80 (that crosses the entire country) goes right through Reno. Additionally the San Francisco ship yards are directly off I-80 too. Reno-Tahoe is where so many large distribution plants choose to call home like Amazon, Microsoft, Barnes and Noble, Netflix, Wal Mart and so many more.

Having 2 distribution points in the West does mean we bring greater delivery strength all over the country to our customers in the Southern parts of the USA.  Las Vegas, So-Cal, Arizona customers for example will have quicker delivery to the rest of the Western States when we load balance between our 2 direct mail plants.

We have a lot of customers in the South and a strong demand for our services there. With the Las Vegas direct mail plant we will be stronger in the South and be able to work closer with our Southern customers.  Better customer service reach is the bigger advantage to the Las Vegas Direct Mail Plant over distribution concerns.

We are a SERVICE company and we know we can provide the heart and soul of direct mail to our clients better in the South if we are physically closer to them.

Direct Mail: Permit 777

Permit 777

You’ve been looking through your mail and you notice a Postal Permit 777 that is a little different than what you are used to seeing!  You find yourself gazing deeply into the fascinating existence of glorious PERMIT 777.

Whose permit is this? Who created this masterpiece? Why am I staring at it so much and for what reason do I suddenly want to touch it?  lol

You want Permit 777 on your direct mail, don’t you?

At CSG Direct Mail ~ We Are Casino Direct Mail and a casino direct mail piece is the mail piece you found us on, isn’t it?  Helping 30-40 Casinos reach their goals each month is no small task. It takes a team prepped with deep gaming experience and focus on casino goals to deliver better results fast!

If you are a Casino and would like an idea pool a mile deep for casino direct mail, you need to call us!  You can also check out CasinoDirectMail.com to get a small taste of who we are and what we do. We have what you are looking for. We’re inexpensive and friendly too! We pride ourselves on being “The Greatest Value in Direct Mail” and once you try us it will redefine the level of service you expect from now on.  We are a Direct Mail Marketing SERVICE company.

So, why am I blogging about a permit number?  I know people are curious about who’s permit it is and with a blog you will find us.  We get you Better Results Fast!  At least add us to your vendor bid list so you learn about new things happening in Casino Direct Mail.   You Deserve the Best!

CSG Las Vegas Direct Mail Plant QA1

Those of us in Direct Mail tend to be logic based creatures so in order to explain the strategic move of opening a Las Vegas Direct Mail Service Center I thought it would be best to answer all the questions people have asked here.  If you have further questions please add them below.

Q1 ) Are you opening a shop in Las Vegas to help your mail move faster in the south?
A1 ) Actually, No. There seems to be an ongoing impression by people in Las Vegas that mailing from Las Vegas is faster than mailing from other areas.

Mail in Vegas in 2 days

Mail Tracked to Vegas in 2 Days

Even if this perception is wrong I understand how the layperson feels that way. For decades there has been no way to tell exactly how long it takes to get from one location to the next.

Mail in Dallas in 2 Days

Mail Tracked to Dallas in 2 Days

However with modern advancements in direct mail tracking; lead in part by CSG Direct mail, We have now lifted the rug and can see all the crazy activity as mail pieces travel the country.

Using this information we are able to get some of the fastest mail delivery ever tracked.

Mail to Vancouver in 2 days

Mail Tracked to Vancouver in 2 Days

We’re getting 2 day delivery all over the West based on our knowledge of the mail stream that 99% of mailers and printers don’t have.

(If you are not looking at these delivery reports every day than have us quote 1 of your mailings so you get this free analysis).

The new plant in Las Vegas is not about delivery, in fact I believe that Vegas will benefit from us having a northern plant in addition to what we do in the South.

Our Tracking systems have been upgraded to handle the multiple location drops too. We will be able to track delivery timing from each location to determine the best plant to drop each mailing from.

I would like to add that too many people worry about how long each vendor takes to get it “IN” the mail as opposed to how fast we get it in the mailbox.  We are a speed/quality vendor so the concern for speed is actually a comfort for us, however the full delivery cycle really should be considered.  You also should be with a vendor completely transparent about the entire cycle like CSG Direct Mail leads with.

Continued with CSG Las Vegas Direct Mail Plant QA2

We are Casino Direct Mail

You’ve found the heart of the casino direct mail industry. When you are required to do more-for-less you need a vendor that brings more to the table. We’re your innovative daily go-to partners for ongoing casino direct mail promotions.

We optimize casino direct mail programs daily!

We’re the most qualified and affordable casino direct mail team you may ever meet. We are the people that really do the work behind the scenes. Our decades of unique casino direct mail experience brings greater value to the table every day.

Advanced Personalized Printing
Fast Project Completion
Variable Maps and driving directions
Online Project Tracking (on smartphones too)
2D QR Barcodes
Matrix/Tier driven coupon mailings
USPS Certified Employees
National Change of Address
(uploaded back into your players club)
Stay’er and Player Analysis
US Mail Tracking by Player ID on your smartphone
iPhone, iPad or Android phone systems

More casino guests come in, you look good, everyone wins!

We’d love to talk to you about your casinos direct mail!

We attended NIGA (National Indian Gaming Association)

It’s been an exciting year! We had the pleasure of attending The National Indian Gaming Association (NIGA) this April and met with top regional and national Indian Gaming casinos. Everything went great, we were warmly welcomed. We are an associate member of NIGA now too and are excited to contribute to the association.

NIGA, established in 1985, is a non-profit organization of 184 Indian Nations with other non-voting associate members representing organizations, tribes and businesses engaged in tribal gaming enterprises from around the country. The common committment and purpose of NIGA is to advance the lives of Indian peoples economically, socially and politically. NIGA operates as a clearinghouse and educational, legislative and public policy resource for tribes, policymakers and the public on Indian gaming issues and tribal community development.

The mission of NIGA is to protect and preserve the general welfare of tribes striving for self-sufficiency through gaming enterprises in Indian Country. To fulfill its mission, NIGA works with the Federal government and Congress to develop sound policies and practices and to provide technical assistance and advocacy on gaming-related issues. In addition, NIGA seeks to maintain and protect Indian sovereign governmental authority in Indian Country.

Learn more about NIGA

Casino Marketing Direct Mail Campaigns

I often have people ask “What is the best Casino Marketing Direct Mail Campaign?”.

There really is no easy secret formula or special tricks for getting the most impact out of a mailing. The best direct mail campaign is simply the one that gets maximum results for the lowest cost. In determining what will work best for each customer, the marketing professional must ascertain what the customer wishes to accomplish, whom the customer wants to communicate with, what the incentive is for the recipient to respond, determining a strong call to action, and producing the project in a cost-effective and efficient manner. It is crucial that the mailer takes advantage of the lowest postage rates available – as postage is often the most expensive aspect of the project.

The next question is: “How do I know I am maximizing my direct marketing efforts?”

This is where the experience pays off. Seasoned marketing professionals will seek out the mail marketers who are innovative, versed on postal rules and regulations, and focused on getting maximum results for their customers. Companies such as CSG Direct are in high demand due to the experience and innovation that they bring to the direct marketing industry.

While many printers and small mail shops may have the ability to put an address on a mail-piece, they do not have the ability to track delivery. They cannot ascertain the “in-home” timelines, analyze the market penetration, or track results in a comprehensive manner. Less experienced mailers do not have strong quality control systems in place, MQC Certified employees, expert data programmers on staff or the systems to expedite the projects efficiently.

This is nearly always followed by: “What type of direct mail piece is most effective?”

Once again: This is determined by the type of results that the customer expects, the type of offer that is being presented, and the demographic that is being pursued. One wouldn’t send a postcard as a high-end wedding invitation….however, they might send a “save-the-date” card prior to sending out the formal invitations.

This is the type of strategy that often increases results. Sometimes a postcard with coupons is the most effective, low cost medium for specific campaigns. Sometimes a personalized letter makes more sense, and can easily be tailored to the individual’s interests or purchasing traits. Self-mailers are often a great alternative, especially if one desires a lot of “real-estate” to get their message across. The type of mail-piece will vary with each project, and should be determined by demographic, content and end strategy.

Marketers should realize that a direct mail campaign is exactly as it sounds: a campaign. A single mailing is not a true campaign. In most cases, it makes more sense to mail to one-third of your top prospects three times than to mail to all of your prospects a single time. Repetition is the key to any campaign. With proper planning and implementation, the cost for a multi-tiered mailing campaign is very reasonable. With a strong offer, proper incentive and an effective call to action…your customers and prospects will react in a positive and timely manner.

In summation: Too often individuals plan, ponder, partially develop and ponder some more about their marketing campaigns. It is a “ready – set – wait” scenario. As the event or promotion draws closer, they are forced to react. At this point the campaign is pushed out late and valuable time is lost. Early planning and implementation will make for a smoother campaign. It is no coincidence that in most cases, the well planned campaigns are the most effective campaigns.

By approaching the objective ahead of time and applying a plan – develop – implement” strategy, your mailings will be received by your potential customers in a much more timely and effective manner. By working with an experienced, competent mail shop – you will have the proper tools to analyze your campaign (and you will sleep better at night).

Effective direct mail marketing….it’s as easy as C-S-G!

Casino Marketing, Bulk US Mail Tracking is making a difference

Well, the word is definitely spreading about the unique direct mail innovations coming out of Reno, Nevada.  Ironically, the US Postal Service is worried about record profit losses just when the final direct mail dream is realized with US Mail Tracking.

Our innovations on the cover of Casino City Vendors Guide:

We have really started making an impact on reducing the postage expenses of all our Casino Marketing customers.

No matter where your direct mail is processed you have to correctly time your direct mail delivery. For the rest of the country this is still just guessing and estimation, at CSG Direct we’re hitting bullseyes.

We’re about to roll out three new tools to add to these innovations. I’ll tell you about them as we get closer to release.

Casino Marketing and Casino Direct Mail Experience


Wouldn’t it be nice if your vendor knew your lingo, knew your challenges and also knew ways to increase your response or tweak a promotion? If you were to choose between two mailshops you would lean toward the one who could do that more, wouldn’t you?

Several of us have worked in casinos – primarily in the database marketing and players club positions. We also have a large team of ex-marketing directors out in the field promoting our services in their consulting packages.  Birds of a feather, we are.

We believe anyone who takes their career seriously will find a way to get certified in their field.

CSG Direct has one of the largest USPS certified staffs in the country [link], let alone the gaming industry.

Our 23 Mailpiece Quality Control certified employees work on every aspect of your job. They are your service reps, they run the folders, they run the presses, they work in our quality control department. We have MQC certified employees in every aspect of your job’s processing. That is why we have the highest accuracy record of any mailshop we know.

Spend one day observing your local mail receiving dock at any post office and you will see jobs coming off of mailshop trucks and then going back on.  That’s the dirty little secret of the average mailing.  Many times it is delayed because it was rejected by the post office.

You would cringe to know how they “fix” the project after that.  You deserve highly trained people in every aspect of your mailing, not temps, not seasonal help!  You deserve career professionals certified by the USPS itself. That is what you get from CSG Direct, Inc.